PRODUCTS | Utility rooms and boot rooms
Everything in its
Utility rooms and boot rooms are gaining in popularity. We explore how best to design them and how retailers can market and sell these extra spaces. Francesca Seden reports
he humble utility room has undergone a transfor- mation in recent years. Once just an afterthought and somewhere to put the laundry appliances and keep clutter, it has now become integral to the overall kitchen design, and for some, it is an oasis of calm away from the hubbub of the main kitchen, particularly if Instagram is anything to go by.
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A quick search on the social media platform reveals more than 65,000 posts under the search term ‘#utilityroom’, and the images show beautifully decorated spaces complete with fi tted furniture, high-end washers and dryers, seating, candles and an
44 apron sink.
The search term ‘#bootroom’ throws up nearly 30,000 images – again all beautifully styled, largely clutter-free, and with plenty of storage for coats, shoes and boots. This room, which has in the past been associated with large country houses, is now appearing more frequently in suburban semis and even city town houses. How the market is performing with regard to the popularity of these rooms is a mixed picture. For example, a recent survey of more than 3,700 UK homeowners using Houzz, fi elded between December 10-24, 2020, found that 68% of respondents were inspired to start a home renovation or design project during the pandemic.
When asked about their plans in the next three to six months, 20% planned to upgrade their entrance or boot room and 13% to upgrade their utility room. A survey carried out by Harvey Jones in 2020, meanwhile, found that 68% of British people do not have a utility room and that, of those, 68% wish they had one. Furthermore, three-quarters of those who do have a dedicated space in the home said they’re really glad to have one.
Spikes Nick Fletcher, marketing manager at Asko UK adds: “We’ve seen huge spikes in interest for utility rooms over the past fi ve years, and especially during lockdown, with Google searches peaking in early 2021. “Last year, spending on the home increased as the majority of us were spending more time within our houses. Renovations have increased with the nation spending £55 billion during the initial months of the pandemic, with around two-thirds of homeowners investing in renovations.”
These stats clearly demonstrate the
popularity of these spaces, but also that there’s much room for growth and opportunity for retailers.
In terms of drivers for their growing popularity, social media sites such as Instagram, Houzz and Pinterest are partly to thank. As Diane Berry at Diane Berry Kitchens in Manchester, notes: “You see these gorgeous rooms where everything is so organised, and you see people just swoon over a life of a place for everything, with everything in its place.”
As well as these platforms, social media infl uencers, such as Marie Kondo and Lindsay Queen of Clean, have been busy advocating the benefi ts of uncluttered and tidy living, with the former believing it might even help you achieve spiritual enlighten- ment. “If it does not bring you joy,” Kondo says, “you do not need it.” The reality is that with many kitchens being open-plan, and acting as the hub of the home, it makes practical sense to have somewhere to store some of your appliances, as well as the clutter you’d prefer to keep hidden. And, with lockdown confi ning us to our
· June 2021
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